For an opportunity that took over the 42nd Street Shuttle and Herald Square station in NY, I led the team that concepted a “Workspace for the Way You Think” campaign, emphasizing WeWork’s personalized offerings for the modern work landscape. I then localized the messaging for Oakland and Chicago.

During this time, WeWork was repositioning itself as not just for startups, so I preserved their fresh voice while incorporating midmarket perspectives. This is another example of how I helped build alignment to evolve from the entrepreneurial, brand-forward mantras before me (e.g., Do What You Love) to succussfully launch their first campaign to ever lead with “workspace” (a win for all the teams trying to speak to more target audiences and execute on sales goals).